The Responsible Affiliates Quality Mark (KVA) has launched its updated website. The modernization is the result of months of preparation and stems from the first meeting of the Alliance for Combating Illegal Online Gambling in May 2025. During this meeting, participants, including the KVA, emphasized the importance of enabling consumers to more quickly and accurately identify which players in the online gambling market are reliable and legal.

The foundation of the KVA: Thorough inspection and legal security

The KVA was founded in 2021, shortly before the opening of the legal online gambling sector in the Netherlands. At the same time, the KVA Code was developed, which all affiliated members must comply with. Compliance with this code has a legal basis: it is contractually established between the KVA and its members.

The KVA Code is based on current legislation and regulations in the Netherlands and is amended as needed. The code consists of six fixed components:

1. Contributing to channelisation and combating illegal supply.
2. Responsible use of marketing channels.
3. Careful and balanced design of expressions.
4. Preventing deception.
5. Tailoring advertising to addiction prevention.
6. Compliance with the Decree on Non-Targeted Remote Gambling Advertising.

All members are fully assessed annually. They receive a comprehensive advisory report, supplemented with random samples and audits based on signals. Compliance assessments are conducted by KVA Compliance Officers, who operate independently within the organization under contract. This guarantees a legally anchored and reproducible assessment structure.

The foundation of the KVA remains unchanged. However, the updated website provides a clearer and more accessible overview of what the KVA Code entails.

Increase recognition

Previously, consumers weren’t always clear about the KVA quality mark when they encountered it on an affiliate website. With the updated website, the KVA aims to improve this by making the quality mark’s function more transparent. Individual certificates for each affiliated website immediately show how it was assessed, how often inspections are performed, and when the last assessment was conducted. We also specifically explain which KVA Compliance Officer assessed the website, for transparency reasons. The certificates increase consumer recognition.

The new website contains several extensions and improvements:

• KVA certificates per website : Each affiliated member has its own page with a certificate, which shows how the assessment was made, whether the organization behind the website has been verified, and who performed the last audit. All the different certificates can be found on the member page: https://kva.nl/leden/ . Many of our members have now set up links from the quality mark to their own certificates.
• KVA Team: Clear information is now available about the team behind the KVA: https://kva.nl/het-team-van-kva/
• Transparency statement: a page explaining the organizational structure behind the KVA: https://kva.nl/transparantieverklaring/
• Advisory Board : The role of external advisors has been given a more prominent role. The KVA is supported by Yvon Jansma (Center for Responsible Gambling), Peter-Paul de Goeij (online gambling specialist), Eric Konings (VNLOK), Anne-Jaap Snijders (Book of Sports expert), and Björn Fuchs (VNLOK chairman). Advisory Board page: https://kva.nl/de-raad-van-advies/
• Responsible Gambling page : comprehensive information for consumers about signs of problematic gambling behavior, tips for responsible gambling, and referrals to support agencies: https://kva.nl/verantwoord-gokken/
• Publications section : an overview of studies, reports, and warnings issued by the KVA. This regularly highlights the risks of illegal online casinos, misleading affiliates, and new marketing tactics: https://kva.nl/publicaties/

Informing and protecting consumers

With its updated website, the KVA is positioning itself more emphatically as a consumer information hub. It regularly issues warnings about the risks of illegal gambling through social media and accessible articles. In doing so, the quality mark aims to contribute to the channeling objective: encouraging participation with legal providers and combating illegal offerings.

Steven Vrolijk, representative of the KVA: “With the updated website, we’re taking the next step in professionalization. The quality mark will be more recognizable for consumers, while members can continue to rely on a robust and legally sound assessment procedure. Through our role within the Alliance, the constructive contact with the regulator, and the input of experienced market experts, we want to continue contributing, together with our members, to channeling legal supply and tackling the illegal sector. Naturally, we thank all members and affiliated partners for supporting our initiative.”

Affiliate marketing powerhouse unveils new identity and content strategy to strengthen player trust in competitive online casino market

CasinoHawks, the UK-facing affiliate brand of Game Lounge, has unveiled a bold new look and content strategy designed to strengthen its position in one of the world’s most competitive online gambling markets.

Launched in 2012, CasinoHawks has built its reputation as a trusted source of casino knowledge for British gamblers, providing detailed reviews, expert-led insights, and industry news for more than a decade. Its latest refresh represents a significant step forward in creating a more modern, engaging, and unmistakably British identity for the brand.

The new strategy places a sharper focus on delivering value to UK players through locally relevant, expert-driven content. Reviews are now written exclusively by UK-based specialists, ensuring recommendations reflect the needs of domestic audiences.

Alongside this, the site’s visual identity has been refreshed with a new colour palette, updated branding, and a reimagined logo – with the hawk symbolising sharp insight and the checkmark representing trustworthiness and compliance.

Keith Geary, Director of Casino at CasinoHawks, said: “We wanted to distinguish ourselves from international sites by feeling more familiar to UK players. At the same time, this was the perfect opportunity to modernise the brand and create a more engaging and user-friendly experience.”

The rebrand builds on a strong track record of product innovation and marketing milestones. CasinoHawks launched its popular Bonus Wagering Calculator in 2022, debuted a dedicated YouTube channel in 2023, and earned the QMRA Quality and Compliance stamp of approval in 2024.

The new branding is supported by a content strategy designed to elevate CasinoHawks beyond a standard affiliate model. By investing in deeper insights, greater transparency, and a more relatable tone of voice, the brand aims to set a new standard for player-first content in the UK casino affiliate space.

Geary added: “Our goal is simple – to empower UK players with the tools and insights they need to make safe, informed decisions. This rebrand is just the beginning of a wider strategy to build stronger connections with our audience and reinforce CasinoHawks as the go-to destination for casino knowledge.”

The N1 Partners affiliate program is making headlines again with new nominations! This time, the team has been shortlisted among the brightest stars of the European iGaming industry for the European iGaming Excellence Awards (EiGE Awards 2025).

The award ceremony will take place on October 30 in the heart of Warsaw, bringing together the most influential players in the iGaming market – operators, affiliate programs, payment providers, and trailblazing tech innovators.

Gambling affiliate program N1 Partners is nominated in two top categories:

• Best iGaming Affiliate Program
• iGaming Leader of the Year (individual)

How to vote for N1 Partners in both categories (it will take no more than a minute):

1. Go to: https://hipther.com/events/egc/eige-awards/
2. Select the “Best iGaming Affiliate Program category” → click “Continue to vote”.
3. Choose N1 Partners from the list → enter your personal details → click “Vote”.
4. Return to the awards page → select “iGaming Leader of the Year (individual)” → click “Continue to vote”.
5. Select Alexa Bond, Head of Affiliates at N1 Partners from the list → enter your details → click “Vote”.

Online voting is open until August 26.

Why N1 Partners?

• 12+ high-converting brands
• 10+ Tier-1 GEOs
• Flexible payment method CPA | RevShare I Hybrid
• Insights from in-house analysts
• Benefit from top offers
• 24/7 support

Support N1 Partners and Head of Affiliate Alexa Bond with your vote – who knows, your vote might make all the difference!